Sales Channels · Route to market · Component
The routes
What routes are used, and which segments each serves — including the ones that arose without anyone deciding.
The deliverable
What it is
Most organisations have more routes than they intend. A marketplace listing set up for one campaign, a reseller who approached them, a self-serve path built for a trial — each accumulates customers.
Volume per route is what makes the picture manageable, because it shows which routes are strategically significant and which are administrative overhead.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The segment served
Which customers each route reaches.
3 attributes: Segment · Exclusive · Reachable directly
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The routes nobody manages produce the odd customers nobody can explain. Include them in the list.
The other components in route to market
The trade
Reach, margin, control and learning, per route — because no route is good on all four.
LearnThe coverage map
Which route serves which segment, decided rather than assumed — because unassigned coverage is what produces conflict.
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